There’s a common piece of advice that people give to small businesses when it comes to getting clients and closing deals. That piece of advice is that it takes six touches to close a deal.
People hear this advice in one of two ways, and the way they interpret this advice makes all the difference.
One group of people, upon hearing this advice, determines that you need to reach out to the same person six times in order to turn that contact into a client. With many of them, you’ll unfortunately receive unsolicited sales pitches, and you will receive six of them, regardless of if you reply, buy or otherwise continue to interact with this person.
The other group, and fortunately larger group, of individuals knows that this principle simply means you need to meet with, contact, or otherwise connect with people multiple times to build up trust. This group of people knows that it isn’t a sales pitch, but a relationship building process.
In the spirit of six touches, here are six ways you can “touch” someone and build your relationship or brand:
- Sit down for a one on one conversation to learn more about what she does.
- Make an introduction for him that benefits his business.
- Invite her to a networking or social occasion that she would enjoy.
- Send a news update that would be useful to him or his business.
- Send her a referral.
- Send him a thank you card, for something he has done.
By using these six touches, you’re more likely to have a strong relationship with this person than you would if you tried six times to sell your product or service to her.